New campaign raises awareness of City of Hope's life-saving mission and impact

Imagine being diagnosed with one of the most rare and aggressive forms of breast cancer, given a five percent chance to live and told having children will never be an option. Southern California local Kommah McDowell was told just that— and then she went to City of Hope.

It is estimated that almost 40 percent of men and women in the U.S. will be diagnosed with cancer sometime during their lifetime.i Kommah, who was diagnosed at age 29, now has her health and her son, thanks to discoveries made at City of Hope, where scientists and doctors turn laboratory breakthroughs into treatments that defeat cancer.

Today, the nonprofit research and comprehensive cancer center near Los Angeles is rolling out a new initiative that builds on its legacy of discovery to let people know that City of Hope not only offers a uniquely patient-centric, integrated approach to care, but also with the help of donors and volunteers, it is pursuing research that will change the future of medicine.

"COH is a remarkable institution, committed for over a century to providing the finest of medical care, within the context of compassion and true human caring," said Alexandra M. Levine, M.D., chief medical officer at City of Hope. "It is with the merging of both science and soul that we are able to provide the outstanding care for which we are known."

Called "The Miracle of Science with Soul," the new campaign is the first-ever broad communications program by City of Hope, which pioneered the technology behind cancer treatment game-changers trastuzumab (Herceptin®), bevacizumab (Avastin®) and rituximab (Rituxan®), as well as synthetic human insulin for the treatment of diabetes. The campaign is centered around the real stories of six patients who showcase how City of Hope fuses science and research innovation with compassionate care in order to save lives.

The Miracle Begins with Research

The campaign was inspired in part by hearing patients with incurable conditions say they need a "miracle." At City of Hope, that quest for medical miracles begins with a highly collaborative "bench to bedside" approach that allows researchers to quickly turn breakthrough discoveries into life-saving therapies. Through pioneering collaborations that unite doctors, nurses, scientists, academia and industry - City of Hope can offer patients unparalleled access to the kind of groundbreaking technology that can give them and their families renewed optimism and courage.

This optimism is backed by results. Consistently ranked by U.S. News & World Report as one of the nation's leading cancer hospitals, City of Hope is known for its innovations and patient-focused care. Considered a pioneer in bone marrow and stem cell transplants, City of Hope's program is now one of the largest, most successful programs of its kind in the world, with unparalleled survival rates.

"The Miracle of Science with Soul" reflects City of Hope's proven ability to create real medical miracles through a combination of leading-edge science and patient-focused care," said Lisa Stockmon, chief marketing and communications officer at City of Hope. "These miracles make families whole. They give a mother, a child or a best friend the freedom to live longer and better. We created a campaign that reflects our mission, celebrates survivorship and supports our aspiration to help more patients.

The Science: Patient-Centered Innovation

Many patients come to City of Hope to tap into ongoing clinical trials, therapeutic innovations or to get a second opinion, regarding diagnosis or treatment. With discoveries leading to more than 300 patents, City of Hope has additional potential therapies in the pipeline and conducts a wide range of basic, pre-clinical and clinical research looking at the detection, prevention and treatment of cancer, diabetes and infectious disease. City of Hope is considered a national leader in the research of:

Islet cell transplantation for Type I diabetes
Immunotherapy for blood cancers and solid tumors
Cancer genetics, population science and robotic surgery

City of Hope is the recipient of numerous grants from the National Institutes of Health, and is considered one of the top training grounds for the next generation of biomedical researchers.

Healing the Body through Soul

More than 100 years ago, Samuel Golter, one of the founders of City of Hope said, "There is no profit in curing the body if in the process we destroy the soul." For decades, City of Hope has lived by that credo, providing a comprehensive, compassionate and research-based treatment approach.

Included in the institution's new communications campaign will be advertisements that show how patients work with a multidisciplinary team to create individualized treatment plans that reflect their needs and choices, including access to patient education, support groups, social services, mind-body therapies and resources to assist them through diagnosis, treatment and recovery.

The campaign will include events at all 15 City of Hope locations around the Los Angeles area, as well as TV, radio, print, digital and outdoor advertising, online videos, and social media promotions.


The opinions expressed here are the views of the writer and do not necessarily reflect the views and opinions of News Medical.
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